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Radio & Audio
Public Service/Social Welfare

Bronze Winner

Entrant: DDB New York, New York

Smithsonian’s National Zoo and Conservation Biology Institute
"The Endangered Song"
  • The Endangered Song
  • The Endangered Song

  • Click a thumbnail to change media.


Aired on Radio Station: No
How was it Broadcast/Delivered: youtube.com
Corporate Name of Client:
    Smithsonian’s National Zoo and Conservation Biology Institute
Head of Client Services: Pamela Baker- Masson
Client Supervisor: Annalisa Meyer
Agency Account Director: Marina Zuber
Agency Account Supervisor: Angelina Singleton
Account Executive: Dan Colman
Agency: DDB New York, New York
Chief Creative Officer: Matt Eastwood
Group Creative Director: Andrew McKechnie
Executive Creative Director: Menno Kluin
Copywriter: Daniel Paredes
Agency Script Writer: Michael Kushner
Executive Agency Producer: Ed Zazzera
Agency Producers: Nina Horowitz/Kyle McMorrow
Production Company: Kamp Grizzly
Music Production Company: Squeak E Clean Productions
Music Producer: John Hill and John Gourley
Music Performed By: Portugal. The Man -John Gourley/Zach Carothers/
    Kyle O’Quin/Jason Sechrist/Ryan Neighbors
Song Title: The Endangered Song

Description of the Project:
In order to create a song that goes extinct, we had to research the  materials available for a record in which would degrade over time. Since our budget was about 20K total for the entire project, we needed to keep the cost very low for the record manufacturing. The first option was using acetate laquer, which would degrade, but were too pricey. The option we came upon after much research, were lathe-cut polycarbonate records. There is a manufacturer we found who specializes in this type of process.

The technology of vinyls that degrade over time is not a new concept.  This process has been used mainly during WWII for propaganda purposes, where the records contained messages of speeches from dictators. These records at the time were the cheapest to make, so acetate lacquer was used. We, however, wanted to take this old technology
 and use it in a way that is seemingly counter intuitive – music that degrades and disappears over time. Typically the artist wants their music to outlive themselves, and rarely encourages people to rip it and share it for free.